Food-choice motives and food-related emotions: comparison of low- and medium-income populations

SOSA, M., CONTARINI, A., CARDINAL, P Y HOUGH, G

Rio de Janeiro

Mesa redonda; 10th Pangborn Sensory Science Symposium 2013; 2013

ESTE TRABAJO FUE PRESENTADO EN MESA REDONDA - CROSS CULTURAL 23 motives were measured using a Best-Worse approach implemented in Sawtooth Software; each respondent received 20 sets of 4 motives each; for each set she had to choose the most and least important motive. To measure emotions six emblematic food products were selected and respondents ticked all that applied of 33 possible emotions. A total of 320 25-60 year-old Argentine women completed the survey; half were of medium- and half of low-income households. Considering important motives, the following can be highlighted: - Mood, convenience and environmental issues were not chosen frequently by either of the groups - What we usually eat and brand were more important to middle income respondents. - In the nutritional category, energy, calories and fat content were not considered too important. However a healthy diet was important for middle income, and vitamins, minerals and protein content were important for low income. - As expected, price/money issues were more important for low income; with on the money I have at that time of the month being the salient motive of the category. - On average, middle income respondents considered their own likes more important than the family likes. Interesting conclusions regarding emotions were: a) Negative emotions (rejection, sadness, annoyance, anxiety) were associated to beer/wine for low-income women; very likely due to experiences with their parents, partners and/or children. For middle income beer/wine were associated to happiness, friendship and sharing. b) Yogurt, a product valued nutritionally and hedonically, but not always affordable, was associated to love, good mood, sharing, desire and satisfaction by low-income respondents. c) Noodle soup didnt evoke too many emotions. Middle-income found it boring and low-income associated it with good mood and happiness. Overall we found interesting differences between low- and middle-income women regarding food-related motives and emotions.